Rivals are racing ahead in hardware and AI just as Apple hits its most pivotal stage in years. In 2026, will it set the agenda again or find out what it means to follow?

Apple enters 2026 with more at stake than a routine product refresh. Between long-teased connected glasses, a first foldable iPhone aimed at rivals’ turf, and a rebuilt Siri powered by in-house models alongside Gemini and ChatGPT, the company is preparing a public test of its ambition. At the same time, succession questions hover over Cupertino as Tim Cook eyes retirement and hardware chief John Ternus moves into sharper focus. Pulling this off requires more than catching up: Apple must outshine Meta and Google in new categories while proving it waited for the right moment to fold, literally. What happens next could recalibrate Apple’s standing in a mature smartphone market.

Apple’s make-or-break moment in 2026

As 2026 approaches, all eyes are on Apple. The sensations surrounding its potential launches and strategic decisions make it a decisive year for the company. With new connected devices, advancements in artificial intelligence, and critical leadership changes on the horizon, Apple finds itself balancing on a tightrope between innovation and fierce market competition. Can it deliver on all fronts?

Connected glasses, foldable iPhone, and a smarter Siri

Apple may soon redefine our interactions with technology. Its long-rumored connected glasses are expected to land, aiming at revolutionizing how we connect to the digital world. Competing with Meta and Google, Apple wants these glasses to achieve widespread popularity, similar to the Apple Watch.

But it does not stop there. Reports suggest a foldable iPhone targeting a September 2026 launch window, a move that could challenge rivals like Samsung, which have dominated this niche so far. Meanwhile, an evolved version of Siri is set to debut, leveraging Apple Intelligence with optional access to models like OpenAI ChatGPT and potentially Google Gemini, positioning Siri as a more capable, context-aware assistant in daily life.

Strengthening innovation to keep up

The tech world waits to see whether Apple’s 2026 lineup will match the buzz. In a mature smartphone market, Apple must renew its edge rather than merely compete. With Meta and Google strengthening their dominance in connected devices and AI, Apple faces the dual challenge of justifying its delayed entrance while exceeding consumer expectations.

The markets Apple is targeting are not easy. Connected glasses have seen limited traction despite offerings from competitors. Yet Apple’s reputation for design and usability could be the differentiator. Likewise, a foldable iPhone will need more than flashy hardware, with durability, software optimized for large displays, and seamless ecosystem integration likely to determine its value.

Leadership crossroads: The end of an era?

One of Apple’s most significant challenges for 2026 could come from within. Tim Cook, CEO since 2011, is reportedly weighing retirement in the coming years. Speculation points to John Ternus, Apple’s VP of hardware engineering, as a leading candidate, making this a pivotal leadership transition that could signal priorities for the next decade.

The tech giant’s plans to move past a plateaued smartphone market hinge on stability and focus. Balancing multiple major launches while navigating markets in flux will demand precision from Apple’s new leadership team.

A year to define Apple’s path

The weight on Apple’s shoulders in 2026 is considerable. From potential connected glasses and a foldable iPhone to Siri’s AI powered reinvention, the year will test Apple’s ability to turn long-term bets into mainstream products. Combined with a possible leadership shift, how Apple executes could reset expectations across the tech sector.